Volvo: Volvo

Credits & Description:

Brand VOLVO
Entrant GREY BRAZIL SAO PAULO
GREY BRAZIL Sao Paulo, Brazil Entrant Company
GREY BRAZIL Sao Paulo, Brazil Idea Creation
GREY BRAZIL Sao Paulo, Brazil Media Placement
Rodrigo Jatene Grey Brasil Co-president & CCO
Adriano Matos Grey Brasil VP, Executive Creative Director
Bruno Brux Grey Brasil Creative Director
Felipe Cirino Grey Brasil Copywriter
Mercedes Romero Grey Brasil Copywriter
Pedro Rocha Grey Brasil Art Director
Felipe Petroni Grey Brasil Art Director
Marcia Esteves Grey Brasil Co-President
Elise Passamani Grey Brasil VP, Operations
Raquel Messias Grey Brasil VP, Planning
Thiago Franzão Grey Brasil VP, Media
Nathalia Beividas Grey Brasil Integrated Production team
Renata Ruas Grey Brasil Broadcast Production Director
Robinson Silva Grey Brasil Print Production Director
Felipe Bartorilla Grey Brasil Editor/Finisher
Nicole Godoy Grey Brasil Production team
Izabel Soares Grey Brasil Production team
Amanda Ramos Grey Brasil Production team
Caroline Conrado Grey Brasil Account team
Andressa Fernandes Grey Brasil Account team
Juliana Pastori Grey Brasil Account team
Antonio Correa MSolution Technology team
Anselmo Peixoto MSolution Technology team
João Lopes A Madre Digital Production team
Fernando Boniotti A Madre Digital Production team
Carol Affonseca A Madre Digital Production team
Fabio Galvão A Madre Digital Production team
Iranildo Alves Silva Nova Iran Ilustrações Print Production
Cego Video Cego Video Image Producer team
Daniel Levenhagem Cego Video Cego Video team
Rhauan Santana de Oliveira Cego Video Cego Video team
Gildeão Cardoso Morais Cego Video Cego Video team
Juan e Ju Cego Video Cego Video team
PICMA CREATIVE POST PICMA CREATIVE POST Finisher
Aline Elias PICMA CREATIVE POST Production team
Rodrigo Elias PICMA CREATIVE POST Production team
Erik Cardoso PICMA CREATIVE POST Production team
Bruno Barros PICMA CREATIVE POST Production team
Anderson Fernandes PICMA CREATIVE POST Production team
Lucha Libre Audio Lucha Libre Audio Audio Producer
Paulinho Corcione Lucha Libre Audio Audio Production team
Dani Celer Lucha Libre Audio Audio Production team
Per Pedersen Grey Global Global Creative Chairman
Eduardo Maruri Grey LATAM Regional CEO
Diego Medvedocky Grey LATAM Regional CCO
Entry Summary
Car reviews are important in all over the world, and in Brazil they can be even more influential to a potential buyer considering a purchase decision. When friends, family or acquaintances say something about a product, people give such opinions far more weight and credibility than when specialized media or the brand itself talks about it. But campaigns with reviews aren’t something new. A campaign with reviews in real time, however, has never been done before.
Brief Explanation
An outdoor campaign was run simultaneously across more than 1000 digital billboards around the city. Most notably, for the first time, every ad was produced and published in real time. When a driver on a test drive voiced an opinion about the new Volvo XC60, a new ad was created, produced and pushed to the billboards, turning spontaneous remarks into the car's ad campaign. With each new test drive, the cycle started again and the billboards were updated.